How We Use AI to Supercharge Web Design Projects

What’s good, y’all!? John D. Saunders here.

Let’s clear something up real quick, AI isn’t coming for your job.

It’s not here to replace designers, writers, or creatives. What it can do and what we use it for at 5Four is to level up our process, move faster, and spend more time doing the actual creative work.

For us, AI acts like a behind-the-scenes assistant that understands each client almost better than they understand themselves. But here’s the key, it only works if you feed it the right info.

Let me break down how we’ve integrated AI into our content and design workflow without losing the human touch.

1. Create a Client-Specific GPT

This is the cheat code, y’all!

For each client project, we spin up a custom GPT (yup, using ChatGPT’s “Create a GPT” feature) that’s trained on that specific brand. We load it with the Brand Discovery doc, content they’ve already written, YouTube transcripts, case studies, basically anything that gives us context on how they speak, what they value, and what tone they use.

This way, we’re not starting from zero. We’re starting from inside the brand.

The result? A digital assistant that already sounds like the client on Day One. That alone cuts our copywriting process time in half.

2. Automate First Drafts

Here’s where things get spicy.

Once we’ve mapped out the sitemap and nailed the brand vibe, we prompt the GPT to draft the homepage copy. Then we’ll say, “Cool, now do the About page,” or “Give us three headline options for the Features section.”

Now, we’re not copy-pasting these outputs straight to the site. But they give us a solid draft to work from. We’ll then refine the copy, punch up the storytelling, and tailor it to the client’s goals.

That initial boost? It’s the difference between staring at a blank doc and having a 75% draft in 10 minutes.

3. Integrate with Templates

We’re all about templates at 5Four.

Once we’ve got our AI-assisted drafts, we drop them into our Web Copy Template. Each page has its own section: Hero, Features, CTA, Testimonials, you name it.

This setup makes it incredibly easy across the board. Clients can quickly review and approve content because everything is organized and aligned with their goals. Our developers can plug the copy straight into Webflow or Shopify without needing a ton of back-and-forth. And the design team? They can build wireframes that align perfectly with the messaging. 

The structure cuts out the guesswork—which means faster builds, happier clients, and smoother launches every time.

4. Always, Always Human Check

Look, I love AI. But nothing goes live without a human filter.

We always do a final pass on every piece of content to make sure it hits the mark. We check for brand alignment to ensure the tone and messaging stay consistent. We assess flow and readability so the copy feels natural and easy to digest. And we look out for cultural nuance and emotional tone making sure the words don’t just read well, but resonate with the intended audience.

We’re not just fact-checking, we're vibe-checking. Because even the best GPT can’t replicate the nuance of a brand that’s got personality and depth.

The Bottom Line

AI isn’t a shortcut, it’s a system.

Used right, it can cut your turnaround time, reduce back-and-forth with clients, and take the heavy lifting off your plate so your team can focus on the fun stuff—strategy, storytelling, design magic.

We’ve gone from waiting days for first drafts to delivering on-brand, client-approved content in a matter of hours.

That’s the power of AI when it’s paired with a smart process and a human editor.

And if you're still doing web content from scratch every time… you’re working too hard.

Let’s build smarter!